Description
The Industrial Revolution favored the growth of supply, until its surplus with regards to demand led to the paradigm shift from focusing on the product (?a good product sells itself?), or production (?a cheap product sells itself?), to the emphasis on customer relationships (?understanding consumer needs through market research?). Therefore, economic and technological development facilitated the incorporation of the business research discipline into the process of decision making ?in the beginning? and business intelligence processes ?these days? in order to make well informed decisions at lower economic risks (Méndez del Río, 2006).
Thus, this book provides managers and students alike, with a clear analysis of business research methods, combining the knowledge, understanding and skills necessary to complete a successful research project.
Readers will learn from proven examples and case studies based on real life situations, which complement theoretical concepts and clearly illus
